PENGARUH KUALITAS PELAYANAN DAN KEPUASAN TERHADAP LOYALITAS PELANGGAN TELKOMSEL DI SURABAYA

The purpose of this study is first to determine whether the attributes service quality of Telkomsel provider’s users affect customer satisfaction; second to determine whether the attributes customer satisfaction of Telkomsel provider’s users affect loyalty. The design of this study used non random sampling with judgment sampling. Respondents were selected using the consideration of an individual's ability to provide a specific type of the information needed by the research. Data were collected from 120 respondents who use Telkomsel product in Surabaya for at least one year. The method analysis used in this research was t-test and regression analysis using the program of SPSS version 16.0. This study shows some of the findings namely like that service quality of Telkomsel significantly influenced the satisfaction of its customer. Telkomsel customers satisfaction significantly influenced their loyalty to Telkomsel. The result of this study can be recommended to Telkomsel referring to data collected, to further improve the quality of service to customers so customers satisfaction will be increase. For example, customer services resolve customer complaints effectively and fulfill customer expectation, and than customer will be recommended Telkomsel product to the others. Keyword : Service Quality, Satisfaction, and Customer Loyalty